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1、AbstractThewineconsumermarketinChinaisexpandingrapidly,withtheimprovedlivingstandardsofpeople,alsoinfluencedbyadvocatingwesterncultureincreasingly,etc.Percapitawineconsumptionhasincreasedrapidlyattheannualrateof10%forthepasttenyears.In2012,wineconsumption
2、perheadhasaddedupto1.2litre.Whenconsumersaregettinghypercriticalofwinebrand,tasteandculture,theoriginalmarketingstrategycannolongersatisfytheirneeds.Experiencemarketing,asanewstrategytointeractwithconsumers,justmeetstheparticularneedsofwineconsumers.While
3、winemarketisdeveloping,thecompetitionbetweenwinecompaniesisgettingfierce.ImperialCourtWinelaunchedbycompanyAcanbefacedwiththecompetitionnotonlyfromthesametypeproduct,butalsofromChinesespirits,ricewine,beerandliquorimported.Therefore,muchhastobedonetoimpro
4、veandoptimizecurrentmarketingstrategyinordertomakeImperialCourtWinegetabetterpositioninthefiercemarketcompetition.Thisarticlesummarizesthetheoryofexperiencemarketing,elaboratingtheinfluencingfactorsofwineconsumingbehavior.Andthenaccordingtodataofvalidques
5、tionnairesampletopurchasebehaviorandexperiencerequirementsofwineconsumers,wewilldocross-analysisandchi-squaredtestonsatisfactionofImperialCourtWinebyusingSPSSstatisticssoftware,summingupthewineexperiencerequirementsofconsumers,basedonthat,wewillanalyzedom
6、esticwinemarketenvironment,wewillalsoanalyzethecompetition,marketingstatus,problemsexistedandthereasons,thenecessityoftheexperientialmarketingofImperialCourtWine.Accordingtotheaboveanalysisresults,wewilldiscussexperientialmarketingstrategyrecommendationsa
7、ndgetnew8PmarketingstrategyforImperialCourtWine.(MBA)supervisedbyWuHong.KeywordsImperialCourtWineconsumerbehaviorexperiencerequirementsexperiencemarketingmarketingstrategy目录摘要IAbstractII第一章绪论11.1研究背景和意义11」」研究背景11.1.2研究目标与意义21.1.3A公司概况31.1.4皇轩葡萄酒开展体验营销的必要性
8、51.2国内外研究现状61.2.1国外研究现状61.2.2国内研究现状101.3研究内容与解决的关键问题141.3.1研究内容141.3.2解决的关键问题151.4研究思路与方法151.4.1研究方法151.4.2技术路线161.4.3预期目标161.4.4难点及存在的问题171.4.5研究创新17第二章体验营销相关理论182.1体验营销概念和核心要素182.1.1体验营销的概念182.1.2体验营销的构成要素192.1.3体
